PENGARUH HARGA DAN LABEL HALAL TERHADAP MINAT BELI ROTI NAF’A DI KECAMATAN KEPUNG KEDIRI (The Influence of Price and Halal Labels on The Interest of Buying Naf'a Bread in Kepung Kediri)

Abstract

Bagi seorang muslim, halal adalah sebuah kewajiban. Konsumsi dalam hukum Islam, selain untuk memenuhi kebutuhan hidup juga mencerminkan pola hubungan dengan Allah SWT. Bahwa setiap pergerakannya dalam mengonsumsi, adalah manifesti zikir atas nama Allah SWT. Larangan konsumsi produk haram tidak hanya berdasarkan logika, tapi juga aspek sosial. Penelitian produk Roti naf’a ini menunjukkan variabel harga adalah aspek yang paling berpengaruh terhadap minat beli masyarakat dengan hasil yang diperoleh dengan nilai regresi linear berganda t hitung sebesar 2,170 dengan tingkat signifikan 0,005 lebih kecil dari 0,05 (0,005 > 0,05). Sedangkan label halal tidak berpengaruh positif terhadap minat beli produk roti Pia Naf’a. Penghitungan uji secara parsial diperoleh nilai t hitung yang didapatkan dari hasil penghitungan sebesar 1,907 dengan nilai signifikansi 0,005 lebih kecil dari taraf kesalahan 5% maka Ha diterima dan Ho ditolak. Faktor yang mempergaruhi minat beli tidak hanya diukur dari pencatuman label halal dalam kemasan, melainkan dari harga, rasa, dan merek.
 For a Muslim, halal is an obligation. Consumption in Islamic law, apart from fulfilling the necessities of life, also reflects a pattern of relationship with Allah SWT. That every movement in consuming, is a manifestation of dhikr in the name of Allah SWT. The prohibition of consumption of haram products is not only based on logic, but also on social aspects. This research on Rotinaf'a products shows that the price variable is the most influential aspect of people's buying interest with the results obtained with the multiple linear regression value counting 2.170 with a significant level of 0.005 less than 0.05 (0.005> 0.05). Meanwhile, the halal label does not have a positive effect on buying interest in Pia Naf'a bread products. Partial calculation is obtained thatthe calculation value obtained from the calculation results is 1.907 with a significance value of 0.005 which is smaller than the 5% error, so Ha is accepted and Ho is rejected. Factors affecting purchase intention are not only measured from the inclusion of halal labels on the packaging, but also from price, taste, and brand.

The Effect Of Halal Labels On Purchasing Decision Of Halal Cosmetic Products With Interest As Intervening Variable

“…The results of this study are in line with research by Najmudin & Syihabudin (2022) which states that halal labeling has a positive and significant effect on interest in buying traditional food, Kang Cepi milkfish satay, Serang City, Windiana & Putri (2021) who states that the halal label has a positive effect on consumer interest in buying halal products at UMM Bakery, Hanifah et al, (2020) who states that halal labels have a positive effect on interest in buying cosmetic products, Nofianti & Rofiqoh (2019) who states that the halal logo has a positive and significant effect on interest in buying MSME products in Gresik, Abdul Wahab Ahmad Kholil et al (2021) who states that halal labeling has a positive and significant effect on consumer interest in buying Naf'a bread in Kepung Kediri sub-district, and Nugraha et al (2017) The results of the study above also show that purchase intention has a significant positive effect on the decision of female students to buy halal cosmetic products, it is indicated by a significance value (p-value) smaller than the alpha value (0.000 <0.05) and the statistical t value greater than the value of t table (6.890>1.667). Thus, the better the interest of the female students to buy halal cosmetic products, the higher their decision to buy halal cosmetic products.…”

“…So we need an interesting variable to mediate halal label variables and purchasing decisions. Based on research results by Najmudin & Syihabudin (2022), Windiana & Putri (2021), Hanifah et al, (2020), Nofianti & Rofiqoh (2019), Abdul Wahab Ahmad Kholil et al (2021), andNugraha et al (2017) who states that the halal label has a positive and significant effect on buying interest. The research result of Yanti & Budiatmo (2020), Setiawan (2020), Sari (2020), and Utamaningsih (2021) state that buying interest has a positive effect on purchasing decisions.…”